Alamogordo: SunBird capital of the world! - technique in luring visitors to Alamogordo, New Mexico - Official Guide to Living in Alamogordo

New Mexico Business Journal, Jan, 1993 by Marian McQuiddy

The story behind the first SunBird "Pasa Por Aqui" Treasure Fest in Alamogordo is really the saga of a man named Dunn, a ghost called Jack, a big bird with a strange call -- and a successful promotion that brought nearly 1,500 visitors to the area last fall.

It started with former state Sen. Aubrey Dunn. Dunn knew his community had a problem.

Five years ago, Dunn felt branching into attracting retirees to visit or settle in the area would boost the economy. The Alamogordo Chamber of Commerce agreed to form the Retirement Attractions Committee as a way to get started.

Dunn felt encouraging retirement might be the answer -- but not in the form of permanent residents. He decided to go after temporary winter residents, Snowbirds.

"But we wanted to make SunBirds out of Snowbirds," he says.

What resulted was the SunBird "Pasa Por Aqui" Treasure Fest.

The visitor's promotion for Otero and Lincoln counties was open to those 45 years or older, who were not residents of either county.

The concept was sponsored by the Alamogordo Chamber of Commerce and the Alamogordo Promotion Board to encourage guests to come and visit attractions and events during the early fall, becoming eligible to win prizes.

More than 3,000 motel rooms were waiting, along with more than 1,000 serviced RV campsites in the two counties, plus an additional 400 acres of dry-camp RV parking within three miles of Alamogordo.

Visitors picked up a passport at the chamber office, and then got it stamped whenever they stopped at an approved event or attraction in the area. The passport was good for discounts at local events, motels, restaurants and shops.

The passport would be entered in drawings.

More than $30,000 in prizes were offered throughout the event.

The big winner was Doris Glover of Las Vegas, who picked up the $15,000 grand prize.

For those guests under 45 and all other area residents, there also was a drawing for $1,000 with registration by visiting the chamber office.

Dunn also wanted the event to have a little character to it.

So was born the legend of Tularosa Jack, a miner who reportedly prowled the basin in 1898, and who was the keeper of the lost mine of Pasa Por Aqui. He reportedly died under mysterious circumstances -- and folks have never found his mine.

Jack also had a constant companion, the SunBird, designed by local artist Denise Dorn.

Dunn made sure there was a lot going on, from camel and ostrich races to balloon festivals with Trinity Site tours and art in the park.

The SunBirds, indeed, came flocking.

Bob Evans, chamber executive director, said 1,447 SunBirds arrived over the six weeks with the most guests from California, Texas and New Mexico.